The purpose of the organization is to provide and promote a better understanding of the functions of advertising and its value; to apply the skills, creativity and energy of the advertising industry whenever it is needed to help solve social problems; to advance the standards of advertising through a voluntary program of self-regulation; and to promote good fellowship and a free exchange of ideas.

New mexico american advertising federation attends the addy's competition to recognize agencies and affiliates who have demonstrated excellence and creativity in advertising. new mexico american advertising federation holds lunch meetings during the year. The organization pays total cost of lunch for all members. In these meetings there are discussions about the status of advertising industry current events and promote quality advertising.